Stabilo has set out a strategy it calls Forward 2030, moving the company from a product-first to a brand-first approach. More than 150 Stabilo customers from around the world gathered in Milan on 19–20 October, where CEO Michele Molon and the Stabilo team presented the plan to customers and journalists over the two-day showcase.
Molon framed the change as continuity rather than rupture. He told StationeryNews that it was important to take customers on the journey with the company, describing the plan as an evolution of Stabilo rather than a revolution. Stabilo had always focused on the product itself, he said, while the new strategy puts the brand at the centre and repositions it as a lifestyle label associated with colour, creativity and confidence.
A central element is the appointment of singer-songwriter Mika as guest creative director. Molon said the appointment was an important step in strengthening Stabilo's relevance across different audiences, with Mika contributing to the development of dedicated projects and products.
The strategy moves attention away from product functionality and towards a broader brand identity, one intended to communicate with design, fashion, beauty and lifestyle.
Products shown in Milan
Among the projects presented was the Stabilo Boss Jewel, a limited luxury edition of the highlighter developed in collaboration with Swarovski and embellished with Swarovski Zirconia. Stabilo also showed the Stabilo Boss Plush, which gives the iconic product a plush tactile finish in gentle pastel colours. Stabilo indicated that further projects are to come.
New channels and a digital range
The transformation is also meant to be visible commercially, through the development of new distribution channels consistent with the lifestyle positioning. At the end of September, at the TFWA World Exhibition in Cannes, Stabilo presented its concept for entering travel retail and opened discussions with international partners in the sector. Alongside travel-themed creative kits, it showed a new range of digital accessories.
That range runs from a digital stylus for writing and drawing on tablets to USB charging cables and other practical essentials, bringing the comfort, function and colour Stabilo is known for into the digital world. Three of the company's most iconic colours – bold pink, green and yellow – have been applied to a range of ergonomic, colourful tech accessories for everyday digital life.
Molon said the travel exhibition went exceptionally well, with strong feedback and visits from most of the major travel retailers. The creative kits drew a lot of attention, he said, but it was the digital technology that captured most eyes.
Reflecting on the Milan showcase, Molon called the two days very positive and highlighted encouraging feedback from retailers on the new strategy. Retailers, he said, can see the benefits of what Stabilo is doing with the brand and how it wants them to come on that journey.